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Pump Up Adwords - Conversion Goes Down?

by SeanyG
5 replies
  • SEO
    • |
Hey guys,

Have any of you experienced this?

For a while while I tweaked things to improve conversions I had my adwords budget turned down. While it was turned down ($6 per day) I was converting 20-25% of the visitors to my email list.

Last week I turned it up to $40 per day and while there are more leads coming in, the conversion rate has fallen to 15%!

Why would conversion rate drop with an increase in ads / budget?

Any help you can give is appreciated!

~Sean
#adwords #conversion #pump
  • Profile picture of the author Spencer Haws
    Is it possible that your original sample was not large enough?

    You were probably not getting very much traffic with $6/day; so your 20-25% conversions was not a reliable statistic. Now that you are getting more traffic, I would say your sample size is more reliable. So, unfortunately your 15% conversion rate (which is actually pretty good still) is a more realistic baseline to expect.

    Do some more testing of your landing page, etc to increase your conversion rates.
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    • Profile picture of the author dburk
      I agree with Redfox.

      There could be a small effect from day parting as well. Certain niches will convert higher during the day time and your small budget may be used up before the later hours that have lower conversion rates. But more than likely your dataset was to small to get a reliable stat.
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      • Profile picture of the author SeanyG
        Thanks for the replies guys!
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  • Profile picture of the author Dave Ward
    Originally Posted by SeanyG View Post

    Hey guys,

    Have any of you experienced this?

    For a while while I tweaked things to improve conversions I had my adwords budget turned down. While it was turned down ($6 per day) I was converting 20-25% of the visitors to my email list.

    Last week I turned it up to $40 per day and while there are more leads coming in, the conversion rate has fallen to 15%!

    Why would conversion rate drop with an increase in ads / budget?

    Any help you can give is appreciated!

    ~Sean

    Hey Sean, are you tracking all conversions by keyword ? Is one keyword getting more clicks but not converting ?

    As an example, say you had a a keyword on phrase match, the increased budget could be triggering more clicks on a keyword phrase that is not converting when they reach the page. Run a keyword report to have a look what search terms are triggering the ad and getting the clicks.

    Very nice site by the way , tough job you have
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  • Profile picture of the author mightybw
    I would have to agree with Dave. I have seen similar patterns before. I assume what happens is that when your budget is lower than potential Adwords will display lower paying keywords. When your budget meets the potential, more keywords are triggered.
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